01
Clinical clarity, no clinic feel
Read like a premium consumer brand at first glance, behave like a healthcare site once you start digging. Scandi calm, magenta accent, never sterile.
Case study · 2020 — Ongoing
A vision for clarity
in digital commerce.
What started as a sleek online store for a Stockholm pharmacist's lens brand grew into a complete digital ecosystem. Five years on, Clearlii sells in 900+ Nordic pharmacies, runs a B2B portal for opticians and clinics, and ships a clinical-grade catalogue from a single ReadyCMS install — a quiet, premium e-commerce engine wearing Clearlii's magenta and peach.
Brand-aligned web
ReadyCMS
B2B portal
Healthcare e-commerce
Multi-market
Client
Clearlii AB · Stockholm
Category
Premium contact lenses · Healthcare e-commerce
Markets
Sweden · Norway · Finland
Stack
ReadyCMS · B2B portal · Pharmacy logistics
01 · The brief
A premium lens brand asked us to make eye care feel as effortless online as it does on the shelf.
Clearlii rebranded in 2017 from Apotekslinsen — a pharmacy-shelf basics line — into a premium Nordic eye-care label. The retail product was strong: high-oxygen silicone hydrogel lenses, rounded-edge comfort, UVA/UVB protection, vitamin-enriched formulas in the professional series. The brand was not.
We were brought in as the digital partner to do two things in sequence. First, give the consumer site the same clarity the product had — a clean, premium storefront on ReadyCMS that could carry photography, education, and a real catalogue without feeling like a chemist's. Then, in 2024, open the same brand to wholesale: opticians, clinics and pharmacy chains running bulk orders from a desktop, on tiered pricing, with their own invoices and shipment tracking.
Clearlii is known for its focus on clarity, comfort and innovation — a brand that grew from local pharmacy shelves into a strong online presence.
02 · Goals
Build a healthcare brand online that opticians trust and shoppers actually want to use.
02
One catalogue, two audiences
Retail (Daily, Monthly, lens fluids) and Professional (Vitamin-enriched, Toric, Multifocal) co-exist under one brand without confusing a first-time buyer.
03
B2B without a second build
When opticians and clinics joined in 2024, give them a partner portal — login, tiered pricing, dashboards, logistics — on the same ReadyCMS install. No second front end.
04
Designed to keep growing
Nordic-ready from day one. Three markets at launch, API-first so ERP, CRM and pharmacy logistics can plug in as the wholesale side scales across Europe.
03 · What we shipped
Eight workstreams, one continuous five-year build.
01
Brand-aligned storefront
Homepage, product collections, single product, lens technology pages and a pharmacy locator — laid out as an editorial product site, not a chemist's catalogue.
02
Innovation & comfort hub
Six "breakthrough innovations" surfaced as a guided tour — Vitamin-enriched, Moisturising, UV protection, Soft comfort design, Silicone hydrogel, Clinical performance.
03
Pharmacy locator
A live Nordic map with 900+ pharmacies and 90+ opticians plotted from Clearlii's partner feed — the "Find a pharmacy" CTA that anchors every page.
04
Clari · AI concierge
A friendly Q&A landing layer for shoppers — "find the perfect lens, download specs, locate a pharmacy". Six example prompts seed the first conversation.
05
In-the-frame video studio
A six-tile reel for behind-the-scenes science, fitting tips and sustainability stories — connected to a newsletter capture and the Clearlii YouTube channel.
06
B2B partner portal
Secure partner login, tiered wholesale pricing, partner dashboards (order history, invoices, shipment tracking), multi-currency, automated logistics — all on ReadyCMS.
07
ReadyCMS implementation
Custom blocks per template so the in-house team re-shoots, re-photographs and republishes without a developer. The same install runs B2C and B2B side by side.
08
Multi-market & languages
Three Nordic markets live (SE / NO / FI) with local currency, copy and pharmacy data. The platform is built API-first for future EU expansion.
04 · The mark
The brand mark we built around — given room to breathe across every surface.
The Clearlii wordmark — a softly rounded geometric lowercase with a small lens-and-dot stamp on the "ii" — is the brand's own asset, in place long before we built the site. Our job was to give it the room it needed: a 76-pixel cream navbar lockup on every page, a dark-mode treatment for the B2B portal, and a quieter editorial use on peach-and-rose plates. The magenta primary is held back for the logo, the CTAs and the strongest editorial moments.
Clearlii wordmark · navbar lockup · brand asset by Clearlii
Primary · On cream
Editorial · On peach
Reverse · On ink
On brand magenta
05 · Palette
A palette pulled from the wordmark, the morning peach, and a navy that does the buttons.
Magenta #7A2A8C is lifted from the Clearlii wordmark — the only place the brand uses chroma at full strength. Peach #FFE0CE and rose #F8C8DC do the soft glows that sit behind every hero. A near-black navy carries the primary CTAs and the dark mode of the B2B portal. Cream and off-white do the rest; the body is set in a warm dark ink, never pure black.
Clearlii Magenta#7A2A8C
Ink Navy#1B1B2E
Morning Peach#FFE0CE
Soft Rose#F8C8DC
Cream#FCFAF7
Editorial Plum#3A1646
06 · Type
A heavy display sans for the headlines, a workhorse for everything else.
Display sits in Bricolage Grotesque — set heavy and tight, the same vibration as the live site. Body sits in Manrope, set wide. Eyebrows and small labels live in a 12-px tracked sans. Three weights do almost everything; we let the photography and the magenta accent carry the rest.
Display · Bricolage Grotesque
Clarity.
Comfort you can count on.
Body · Manrope
Premium contact lenses designed for long-lasting comfort, healthy wear, and everyday clarity — Scandinavian simplicity meets advanced lens technology, in 900+ pharmacies across the Nordics.
UI label · Manrope · 12 / 0.22em
HOME · PRODUCTS · INNOVATION · RESOURCES · COMPANY
07 · Process
Five years, three releases.
The relationship is not a single launch — it's three distinct builds stacked on the same brand and the same platform. Each one opened a new audience without breaking the one before it.
01
2020 — 21
Storefront on ReadyCMS
First Clearlii website ship — premium B2C catalogue, single-product templates, pharmacy locator, brand education. Replaced the legacy site that still read as Apotekslinsen.
02
2022 — 23
Brand and content depth
New innovation pages (six breakthroughs), professional series broken out from retail, video studio launched, newsletter and YouTube wiring. The site stops being a shop and starts being a brand world.
03
2024
B2B portal goes live
Secure partner login, tiered pricing, partner dashboards, automated logistics. Opticians, clinics and pharmacy chains move from sales emails to a self-serve wholesale portal — running on the same install.
04
2025 — 26
Next site on the horizon
New design system in progress (the visuals shown in this case study), Clari AI concierge, in-the-frame video, vitamin-enriched product deep dives. A continuous-release relationship, not a re-platform.
08 · Screens
The new Clearlii, on screen.
Six locked artworks anchor the next release. The homepage carries the brand promise, the products page sells the catalogue, innovation and vitamin-enriched go deep on the science, video keeps the channel warm, and Clari — the AI concierge — opens a new conversation lane straight from the home page.
Screen 01
Home
"Comfort you can count on, from dawn to dusk." Magenta CTA, peach hero glow, the lens floating, Apotek and pharmacy partners running underneath. The brand promise said in one scroll.
Screen 02
Products
Two collections under one shelf — Retail (Daily, Monthly, Linsvätska) and Professional (Daily Advanced, Vitamin Toric, Vitamin, Monthly Advanced). A key-features comparison table closes the page.
Screen 03
Innovation & comfort
Six breakthroughs as an accordion list — Vitamin-enriched, Moisturising (hyaluronic acid), UV protection, Soft-comfort design, Silicone hydrogel, Clinical performance — with a 3-minute R&D video underneath.
Screen 04
Vitamin-enriched
The vitamin E story, in full: time-release complex, micro-encapsulation explainer, soothing relief / antioxidant defence / sustained comfort, and three deep-dive articles for clinicians.
Screen 05
Clari · AI concierge
"Hi, I'm Clari, do you have any questions for me?" Six seeded prompts, one big input, a humanised support face that doesn't fake being a doctor.
Screen 06
In the frame · video
A six-tile video studio for behind-the-scenes science, fitting tips and sustainability stories. Newsletter capture and a "go to YouTube" CTA close the page.
09 · B2B portal
One install, two front doors.
In 2024 we opened a second door on the same ReadyCMS instance. Behind a secure partner login, opticians, clinics and pharmacy chains see their own pricing, their own dashboards, their own logistics — without Clearlii running a second site, a second team, or a second checkout. The marketing site and the B2B portal share a backend, a brand, and a release cycle.
B2C · clearlii.com
Premium consumer storefront
Retail catalogue, pharmacy locator, brand education, newsletter, video studio. Magenta CTAs, peach gradients, photography-first. The face Clearlii shows the public.
- Retail collection
- Single product + spec sheets
- 900+ pharmacy locator
- Clari AI concierge
B2B · partner portal
Self-serve wholesale workspace
Secure partner login, custom tiered pricing, partner dashboards (order history, invoices, shipment tracking), multi-currency and local payment, automated logistics integration.
- Verified partner login
- Volume + partner-specific pricing
- Invoices + reorder dashboards
- Multi-currency, automated logistics
B2B partner dashboard
Welcome back, Synsam Östermalm
New order
Reorder last
Open orders
3
In production
Pending invoices
€ 2 480
Net 30
Partner tier
Tier 3
−18% on volume
Reorder due
12 Jun
Daily Advanced × 240
Order
Product
Qty
Status
Total
#CL-04419
Clearlii Daily Advanced · 30-pack
120
Shipped
€ 1 080
#CL-04401
Clearlii Vitamin Toric · 30-pack
60
In transit
€ 720
#CL-04388
Clearlii Monthly Advanced · 6-pack
40
Processing
€ 380
#CL-04372
Clearlii Vitamin · 30-pack
90
Invoiced
€ 920
B2B partner portal · ReadyCMS · live since 2024
10 · The build
ReadyCMS underneath, brand on top.
A single ReadyCMS install runs both the consumer storefront and the B2B portal. Custom blocks per section so the Clearlii team re-shoots, re-photographs and republishes without a developer. API-first from the start so ERP, CRM and pharmacy logistics plug in as the wholesale side scales.
ReadyCMS
Custom theme. Block templates for hero, product collection, comparison table, innovation accordion, video studio, partner dashboard.
B2B portal
Secure partner login. Custom tiered pricing, partner-specific discounts. Order history, invoices, shipment tracking per partner.
Logistics
Automated shipment generation and tracking. Pharmacy-chain integrations across Sweden, Norway and Finland.
Payments
Multi-currency, local payment methods per Nordic market — set up to add new currencies as the brand expands beyond the Nordics.
API-first
Storefront and portal both consume the same product, pricing and stock APIs. ERP and CRM are queued as next-phase integrations.
Performance
Heavy product photography compressed, lazy-loaded, responsive across desktop and mobile. Built to keep Core Web Vitals green at scale.
11 · Where we are
Retail site shipped. B2B portal live. Next site in the build pipeline.
Clearlii is a continuous-release relationship, not a launch project. The retail site has shipped, the B2B portal is live, the next design system (the screens above) is in the build pipeline. The numbers below are the snapshot we took for this case study.
900+
Nordic pharmacies
Clearlii is on the shelf and in the locator at more than 900 pharmacies across Sweden, Norway and Finland.
90+
optician partners
Independent opticians and clinics signed into the B2B portal for tiered wholesale orders.
5+
years as digital partner
Creative Brackets has been Clearlii's digital partner since the rebrand from Apotekslinsen took hold — three sites, two audiences, one team.
3
Nordic markets live
Sweden, Norway and Finland live on one ReadyCMS install, with local pricing, copy and pharmacy data per market.
Nordic footprint
Three markets live, 900+ pharmacies, growing into Europe.
Sweden, Norway and Finland each run on local pricing, local copy and a local pharmacy feed from a single ReadyCMS install. The next markets are queued behind a settings change, not a re-platform — the architecture is API-first by design.
In closing
A premium lens brand, given the digital infrastructure it needed to grow up.
Brand-aligned storefront, B2B partner portal, pharmacy locator, video studio, AI concierge — all on a single ReadyCMS install, all shipped in a continuous five-year partnership. The next site is in the pipeline.
UX & visual design
Brand-aligned web
ReadyCMS development
B2B portal
eCommerce integrations
Logistics integration
Multi-market launch
Ongoing support
Services that made it happen
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